The post immediately went viral, with A-list Mexican actor Gael Garcia Bernal using not one but two expletives in a 140-character Tweet to tell his two million-plus followers that he'll never fly the carrier again. Amid the widespread protest online, the post was pulled a half-hour later without an explanation.

Advertisement

"It was meant to be a joke," KLM spokeswoman Lisette Ebeling Koning said, adding that the airline never intended to offend Mexicans, which it serves via a daily direct flight between Mexico City and Amsterdam. "But there was too much negative reaction."

It quickly sparked a social media storm of criticism with many saying it was racist.

"Planning your exit out of South American soon, slave traders," said one angry Twitter user of the picture.

The offending tweet featured an airport "Departures" sign and an infographic of a sombrero, moustache and serape blanket.

"Such a Dutch tweet - just the wrong side of funny vs arrogant," tweeted another with the hashtag #mexicogate.

Other reactions were more mitigated. "It isn't right but most films show Mexicans that way, why is saying it any worse," read one.

For its part, Mexican national carrier AeroMexico is also getting in on the fun, broadcasting on Twitter its support for the country's football team under an arrivals sign. "Thank you for this great championship," AeroMexico said. "You've made us proud and we're waiting for you at home."